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    INTRODUCTION Introduction As per as history of hospitality is concerned, the word hospitality is derived from the Latin word hospes, meaning “guest , visitor, or one who provides lodging for a guest or visitor.‖ In India,hospit ality is based on the principle ― AtithiDevoBhava” , meaning the guest is God. Hospitalitymarketing is unique because it deals with the tangible product, like a bed in the hotel or food in therestaurant, but it also deals with the intangible aspects of the hospitality and tourism industry.The first attempt of developing a new marketing mix for the hospitality industry was undertaken byLeo. M .Renaghan. According to him the hospitality marketing mix contain three major sub mixes-the product /service mix, the presentation mix, and the communication mix. To these we add one ofthe srcinal elements defined by Borden  –   Distribution.Hospitality Marketing: is illustrated as the process by which a service industry caters service to its target customers by the various offerings the major responsibility of hospitability service  provider isto create unique mix of service offering to cater the value demanded by the customer.―First, you need to identify all the key activities involved in creating and delivering the service inquestion and then specify the linkages between these activities. Initiall y, it‘s best to keep activities relatively aggregated in order to define the big picture.~ Christopher Lovelock, E. Jerome McCarthy  in 1960 was the first to gave the concept of marketing Mix which demanded and gain attention in late 70‘s when the marketers acknowledge the upgradation of the marketing mix.This led to the creation of the Extended Marketing Mix in 1981 by Bernard H. Booms and Mary J. Bitner‟s  insight in relation which added 3 new elements    to the 4 P‘s Principle. This now allowed theextended Marketing Mix to include  products that are services and not just physical component. There have been alternatives to the traditional marketing mix offered in the marketing literature in response to differences that exist between tangible products (i.e., goods) and services. Services have four majorcharacteristics that affect the design of marketing programs: intangibility, inseparability, perishability, and variability. These characteristics led to the creation of an expanded marketing mix for all services with 7 P‘s -the srcinal 4 plus physical evidence, participants/people, and  process. INDIAN HOTEL INDUSTRY  The Indian hotel industry is becoming as one of the keyindustries driving growth of the services sector in India.The fortunes of the hotel industry have always  beenlinked to the prospects of the tourism industry andtourism is the foremost demand driver of the industry.The Indian hotel industry has recorded significantgrowth fuelled by robust inflow of worldwide tourists aswell as increased tourist movement within the countryand it has become one of the leading  players in theglobal industry. Trends in the Industry:    Budget Hotels as the next trigger    Medical Tourism     New avenues of growth    Shifting focus to Tier II and Tier III cities    Marketing Strategies    Emergence of Mixed Land Usage    Huge spurt of international brands    Innovative operating models    The Indian hotel industry is highly fragmented with a large number of small and unorganized players accounting for a lion's share. The major players in the organized segment include Indian Hotels Company Ltd, Hotel Leela Venture Ltd, EIH Ltd, ITC Hotels and ITDC. The industry is likely to experience robust growth on the back of rising disposable incomes and favourable industry statistics. The market is estimated to reach US$ 30 billion by 2015.The Indian tourism and hospitality industry has emerged as one of the key drivers of growth among the services sector in India. The third-largest sub-segment of the services sector comprising trade, repair services, hotels and restaurants contributed nearly US$ 187.9 billion or 12.5 per cent to the Gross Domestic Product (GDP) in 2014-15, while growing the fastest at 11.7 per cent Compound Annual Growth Rate (CAGR) over the period 2011-12 to 2014-15. Tourism in India has significant  potential considering the rich cultural and historical heritage, variety in ecology, terrains and places of natural beauty spread across the country. Tourism is also a  potentially large employment generator besides being a significant source of foreign exchange for the country.    OBJECTIVES    To identify the factors of customer retaining.    To identify the strategies to retaining customers.    To understand the challenges faced by marketers in retaining customers.    To identify current customer tastes and attitudes towards Hotel.    To suggest feasible solution in retaining the customers to hotel.    To find out customer real expectationsinproducts available in hotel.    To know the satisfaction level of customers about prices in hotel.
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